"Having spent years developing and improving our world-class campaign management system, we felt that it was time to concentrate on MarketWide's sex appeal," Fowler said.

Big Data's worth to marketers is diminished by traditional SQL query-based systems and proprietary databases, argues the company. In general, they're held back by performance roadblocks that make real-time campaign management and reporting impractical.

In contrast, Decision Software asserts that its "unique hybrid approach connects directly to relational databases such as Oracle and SQL Server while using a proprietary in-memory segmentation engine that makes a single pass of the database to generate campaigns composed of hundreds and even thousands of segments." Moreover, the software functions both in the cloud or directly on top of a client database, claims the company.

"When it comes to running multi-channel campaigns with hundreds of segments against SQL databases with hundreds of millions of transactions, nobody's been able to beat MarketWide. Our one-pass engine can segment large databases in minutes that can take competitive systems hours to process," stated Fowler.

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Also new in this release is automated report distribution and a "robust" new OLAP report component called Analyzer, which generates "polished output," according to a company blog post. The software also now supports the creation of database objects via a graphical interface.